TUX: How to Integrate Google Analytics

Overview

Integrating Google Analytics will allow you to enrich your GA data with firmographic and campaign data. Triblio will push account-level data into GA and also act as a bridge between Salesforce and Google Analytics. 
You can then use this data to build GA reports and segments based on the account name, industry, personalization views, sales stages, and more. There are two main uses for this integration, measuring your ABM program and/or creating account-based GA segments for retargeting Google Ads.
Adding GA reports allows you to access additional insights into your account activity. You can drill down into synced Salesforce records as well as specific accounts to see all GA reporting related to those accounts. This includes sessions, page views, users, bounce rate, average time on site, etc.
There are two primary ways to integrate Google Analytics:
  1. Use Custom Dimensions to pull Triblio and CRM data into Google Analytics
  2. Use Google Segments for retargeting ads or to segment GA behavior information.

Once you have integrated Google Analytics, be sure to refer to our article, Measuring ABM with Google Analytics.

How To Fully Integrate Google Analytics

  1. Review the Data Available to Push to GA
  2. Create Custom Dimensions in GA
  3. Syncing Custom Data From Salesforce
  4. Create Google Segments
  5. Use Google Segments for a Retargeting Campaign
  6. Building GA Reports

Data Available

For the Triblio integration, you will use  Custom Dimensions from your GA account (free GA accounts only allow for 20 custom indexes to be used but they can be repurposed). 

Here is a list of all the  Custom Dimensions that can be written from Triblio to Google Analytics: 
  • Name - Passes the Triblio identified Account Name
  • Domain - Passes the Triblio identified Domain
  • SIC Code - Passes the Triblio identified SIC code (e.g. 2205)
  • NAIC Code - Passes the Triblio identified NAIC code (e.g. 11020)
  • Employees - Passes the Triblio identified Employee Range. Our Employee Ranges are:
    • 1 to 10
    • 10 to 50
    • 50 to 100
    • 100 to 250
    • 500 to 1,000
    • 1,000 to 2,500
    • 2,500 to 5,000
    • 5,000 to 10,000
    • 10,000 to 25,000
    • 25,000+
  • Employee Code - Passes the Triblio identified Employee Range as a numeric value (e.g. 1 to 10 = 1, 10 to 50 = 2, etc.)
  • Revenue - Passes the Triblio identified Revenue Range Our Revenue Ranges are:
    • $1 to $1,000,000
    • $1,000,000 to $5,000,000
    • $5,000,000 to $10,000,000
    • $10,000,000 to $50,000,000
    • $50,000,000 to $100,000,000
    • $100,000,000 to $250,000,000
    • $250,000,000 to $500,000,000
    • $500,000,000 to $1,000,000,000
    • $1,000,000,000+
  • Revenue Code - Passes the Triblio identified Revenue Range as a numeric value (e.g. $1 to $1,000,000 = 1, $1,000,000 to $5,000,000 = 2, etc.)
  • Industry - Passes the Triblio identified industry according to NAICS into GA.
  • Sub-industry - Passes the Triblio identified sub-industry according to NAICS into GA.
  • Region - Passes the Triblio identified Region to which the account belongs (Note: this is NOT the source of the traffic from the account but where the account is located)
  • Country - Passes the Triblio identified Country to which the account belongs (Note: this is NOT the source of the traffic from the account but where the account is located)
  • Is ISP - Flags traffic that looks like ISP traffic so that you better filter your reports.
  • Custom Data - Passes any field that exists on the Account or Opportunity level in Salesforce into GA. When Triblio identifies the traffic, we will append the field data to the dimension for you to then filter based on within GA. Custom Data is configured at the bottom of the Syncs setup area, here. There are additional instructions at the bottom of this page.

Create Triblio Custom Dimensions in GA

Note: You need to have admin access to both Google Analytics and Triblio to complete this setup  

  1. Login to Google Analytics and navigate to the 'Admin' tab (click Admin at the bottom of the left hand menu)
  2. Under 'Property' expand 'Tracking Info' and choose 'Tracking Code'

  3. Copy/take note of your 'Tracking ID' and paste it somewhere easily accessible, you will enter it into Triblio at step 16
  4. In Triblio, navigate to the 'Setup' tab and go to 'Websites & API' then click 'Third Party'
  5. In the 'Third Party Firmographic Tracking' section make sure the button to the right is toggled to 'Enabled'. When enabled, the button will be blue and you will be able to see the Type, Script, and Actions as seen in the photo below).

  6. Make sure 'Preserve Google Analytics tracking on Triblio campaign content' at the bottom is also enabled. 
  7. The script that appears in the 'Script' column needs to be on your website and is also located in the Basic Setup section.
    • This script was likely added as part of onboarding. If you are unsure, ask your CSM to check if the script is on your website and functioning properly. 
  8. Back in GA in the 'Admin' tab - at the bottom 'Property' section click 'Custom Definitions' and choose 'Custom Dimensions'
    9. Note: In free GA accounts, you can have a maximum of 20 custom dimensions. Custom dimensions cannot be deleted once created but can be reused/repurposed.

  9. Click the red button at the top, '+ New Custom Dimension'
  10. To name it, make sure it describes what the dimension will show.
  11. Under 'Scope', Choose 'User'
  12. Make sure the 'Active' box is checked.
  13. Click 'Create' - a page will load titled "Created Custom Dimension - Example Codes for This Dimension", scroll to the bottom and click "Done"
  14. Take note of the 'Index' value your Custom Dimension was assigned - this will be in the second row of the chart that populates titled "Index"
  15. In Triblio, (make sure you are still on the 'Web Site & API Management' page) under 'Actions', choose 'Edit Custom Dimensions'
  16. First, paste in your GA Tracking Code (found & copied in step 3) in the top input.

  17. At the bottom of the modal that opened, choose a dimension from the drop down that matches the dimension you created in GA. The two most common are 'Domain' and 'Custom Data'. Add the 'Index' number from GA to the 'Custom Dimension Index' input and click 'Add'.

Syncing Custom Data from Salesforce

  1. In Triblio, navigate to the 'Setup' section and then choose the 'Salesforce' tab then click 'Syncs' under Advanced
  2. Click 'Add Custom Data Sync'

  3. For the Merge Key choose a descriptive name using camel case (capitalize each word and leave no spaces), then choose the Entity and Field to merge with. For Default Merge Value type in '(not set)'. Click 'Save'

Note: Salesforce custom data does not sync immediately so it doesn't overwhelm the SFDC API. Once the sync is created, check back in a few days to see if it is ready.

Create Google Segments

Google segments can be used to filter GA information by Triblio audience membership to track time on site, entrance pages, bounce rate, exit pages, goal completes, etc. as well as to create retargeting campaigns in Google Adwords. 

Triblio allows you to push your Triblio audiences into Google Adwords for easy use in your retargeting campaigns. Retargeting elements also create segments in Google Analytics so you can filter all GA information by Triblio audience to track time on site, entrance pages, bounce rate, exit pages, goal completes, etc.


Steps:

  1. Navigate to the campaign and audience you wish to retarget
  2. Click "Add Element" and then select the "Google Segment" option
  3. After naming and saving the personalization, click the corresponding "Edit" button
  4. Click "Multi-Location Deployment" and define which website pages you'd like this Google Segment to include.

  5. Enter your Google Analytics account ID (UA-********-*)

Going forward, when a visitor from this audience visits your website they will be recorded in Google Analytics with an Event Label corresponding to the Triblio Audience name for that Google Segment.

Use Google Segments for a Retargeting Campaign 

  1. Navigate back to the Admin tab in your Google Analytics account
  2. Under "Property", select "Audience Definitions"
  3. Next, select "Audience"
  4. Click “New Audience”
  5. Select “Create New.”
  6. Under “Advanced” select “Conditions.” Click the dropdown “Ad Content” and search for “Event Label.”
  7. In the text box to the right enter the Triblio Audience name for your Triblio retargeting personalization
  8. Finish creating your audience in Google Analytics and then click “Save.”
  9. Log into your Google AdWords account. To the left, click “Shared Library” then “Audiences.” You should see your newly created Google Analytics Audience. It may take a few minutes to show up. 

Note: Once the audience size grows to over 100 visitors you will be able to serve Google Display Network Ads to those Audience members. Once it grows to 1,000 visitors, you can use the audience in Google Search. Here is Google's audience documentation for your reference.

Building GA Reports

  1. In GA, navigate to 'Customization'
  2. Select '+ New Custom Report'
  3. Name the custom report so you know what the information will tell you
  4. Choose the type of report you want to use.
    1. 'Explorer' reports allow you to drill down.
    2. 'Flat Tables' reports show a static view of data.
  5. Choose a metric group (e.g., 'Session').
  6. Add a dimension (this is the Custom Dimension we created earlier). For Explorer tables, you can add additional dimensions to drill into.
  7. Save' the report.
  8. Once the report is created, you can view it in the customization tab and create a shortcut to it for quick reference.

Once you have integrated Google Analytics, be sure to refer to our article, Measuring ABM with Google Analytics.

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